Homemade malunggay chips recipe evolves into regional product
By Nora L. Molde
What started as a simple family snack has grown into a promising micro-enterprise, as IAM’s Original Malunggay Chips steadily enter local and regional markets, offering a healthy and affordable food option for Filipino families, especially children.
IAM’s Malunggay Chips highlight the natural, mundane flavor of fresh malunggay—light, crispy, and pure. From the garden to the table, the product reflects a commitment to wholesome, natural food that supports proper nutrition among the youth.
Behind the brand is Miriam Villarivera, a retired bank employee from Buenavista town in the province of Agusan del Norte, who initially prepared the chips for her family, friends, and neighbors. Encouraged by positive feedback and increasing demand, she gradually transformed the homemade delicacy into a small business.
The growth of the maluggay chips business aligns with the national government’s directive to strengthen micro, small, and medium enterprises (MSMEs) as key drivers of inclusive economic growth, job generation, and food security, particularly in the regions.
With support from the Department of Trade and Industry – Agusan del Norte (DTI-ADN), Villarivera expanded production to supply schools and offices in her hometown.
By 2024, IAM’s Malunggay Chips had reached a wider market, becoming available in schools, offices, stores, and institutions in Butuan City, Tandag City, nearby municipalities, including Nasipit in Agusan del Norte, and other parts of the Caraga region.
One key advantage of the enterprise is the easy availability of raw materials. Villarivera has about 20 fully grown malunggay trees in her backyard, supplemented by additional supplies from neighbors, particularly during peak seasons.
“Our neighbors give us their malunggay leaves when they have excess, especially during times of high demand such as the holiday season,” Villarivera shared.
“Malunggay is a common plant here. I also buy from our neighbors when needed,” she added.
Recognizing the product’s potential, Villarivera sought advice from friends and was referred to DTI-ADN in 2024. That same year, she participated in a packaging seminar for aspiring entrepreneurs, in line with DTI’s continuing efforts to improve product competitiveness and market readiness of local MSMEs.
“The DTI-ADN helped me conceptualize the packaging of my product until we came out with a final design. I am thankful to DTI-ADN for their help,” she said.
Supporting the national directive to promote local products and expand market access for MSMEs by introducing IAM’s Malunggay Chips as a healthy snack option for schools and offices, DTI-ADN also connected IAM’s to trade fairs in Butuan City.
A small pack of the chips is priced at P10, making it affordable for students, while larger packs are sold at P40. The enterprise also accepts retailer orders.
By 2025, Villarivera was producing more than 800 packs per month, with deliveries made every two weeks. Buenavista town remains the largest market, accounting for about 500 packs per delivery cycle, followed by Tandag City in Surigao del Sur with 180 to 200 packs, and Butuan City with 150 to 200 packs.
From its original plain flavor, the product line has expanded to include chili, chili cheese, barbecue, and sour cream onion variants, catering to changing consumer preferences.
Her husband, Diosdado Villarivera, a former elected official, now dedicates his time to supporting the business by assisting with deliveries and helping establish connections with additional markets across the province.
Strong sales over the past year enabled the family to purchase a dehydrator, improving production efficiency, particularly in drying malunggay leaves.
“What we are focusing on is expanding our markets, especially in schools, offices, and cooperatives,” she said. We rely on consistent sales and gradual growth.
Most of their deliveries go to school canteens, which account for the bulk of the demand, supporting the government’s push to promote healthier food choices among children.
Starting with an initial capital of just P5,000, IAM’s Malunggay Chips has grown from a backyard initiative into a livelihood enterprise that helps address parents’ concerns about providing nutritious food for their children, demonstrating how simple, locally sourced products, supported by national directives and government assistance, can contribute to healthier communities and sustainable local economies. (NCLM, PIA Agusan del Norte)
